GROW your relationships to retain volunteers

A crucial step we can take to enlarge our mission as a youth-serving organization is to retain our volunteers. 

Jeremy Freeman, Extension educator and 4-H volunteer systems director, focuses on one simple practice we can all take that will have a transformative impact on the volunteer experience and positively affect retention − coaching.

Benefits to a coaching approach

At the center of coaching is a recognition that we work with volunteers. 

While we may try to create empowering and mutually beneficial relationships with volunteers, we sometimes trip over our own approaches as we try to simultaneously equip, encourage, train and direct volunteers to serve our organizations. 

A coaching approach can help us see clear ways we can work with volunteers while still guiding them and providing accountability and clarity for their role. 

But let’s first take a step back and get our bearings. There are many benefits to using a coaching approach with volunteers. 

Volunteers come to our programs in many different ways, with different skills, experiences and expectations. It is reasonable then to recognize that while our mission of working with volunteers is narrow, there can and should be flexibility in our approach. 

Taking on a coaching approach in a conversation or task with a volunteer can help frontload the relationship with a proper gauge for fit and function. It’s kind of like assessing the weather before you put on your outfit for the day. 

GROW model provides a framework for coaching

As a volunteer systems team, we have been grounding our coaching approach in using John Whitmore’s GROW model as we work with staff and volunteers. GROW stands for goal, reality, options and will or way forward. One of the strengths of this model is that it is deeply relational and connected. 

A recent study on recruitment and retention of volunteers by Ohio 4-H Extension cited that relationship development is a motivational factor for 70% of current volunteers (three or more years and active) to continue in their role. 

If we want to support volunteer retention, building strong relationships should be a priority. A coaching approach can fill this gap in simple and uncomplicated ways. 

How to use a coaching approach

Work with new volunteers to create a plan of action

Use a coaching approach when providing orientation to a new volunteer beginning their role. Provide clear directions, but be sure to balance that with plenty of questions that invite the volunteer to develop their own goals, plans and options.

Work with existing volunteers to identify new solutions

Use a coaching approach to check in with a volunteer who has served in a role for several years. Identify together the strengths and opportunities for growth. 

Work with volunteers experiencing conflict to redirect their mindset

Use a coaching approach to resolve a conflict or problem. When volunteers encounter conflict or problems, coaching can help them understand the situation and redirect their energies in a positive direction.

If you are not sure where to begin I encourage you to read up on the different styles of coaching and begin to identify whether you see your approach in one or more of the quadrants. Recognizing our own approach and mindset is the first step in developing your coaching practice.